Huang, Ying (author)
Lowry, Dennis T. (author)

Journal of international consumer marketing

0896-1530

2015

10.1080/08961530.2014.967904

Taylor & Francis Group, LLC

This study assesses women's occupational status portrayed in Chinese advertising through a content analysis of 1,524 models in 12 Chinese magazines. Contrary to the authors' predictions, Chinese men were not more likely than Chinese women to be shown in working roles or less likely than Chinese women to be shown in Family roles. However, a gender bias was revealed in other subcategories of occupational status: Chinese men were more likely to be portrayed as Highlevel business executives and Professionals, less likely to be shown as Entertainers, and less likely to be shown as Models. As predicted, Western women were less likely than Chinese women to be shown in working roles, in Family roles, and more likely to be shown as Models. Overall, advertising portrayals of gender roles in the Chinese context reflected the coexistence of global consumer culture and Chinese local dynamics.

Gender role
occupational status
magazine advertising
China
content analysis